VisitCanberra launched a digital game style quiz, called ‘Canberra/Can’tberra’ 7 March 2018. It’s a mobile based quiz where users are given a short clue and shown a picture, then asked to choose if they can or can’t experience it in Canberra. The tone is proud but cheeky, and designed to be fun for players. It builds on the Lonely Planet #3 Best in Travel accolade, by encouraging users to ‘see what the judges saw’, using the endorsement as further proof that Canberra is ‘criminally overlooked’ as an amazing tourism destination.
Data will be collected from prize entries, to be used for future marketing and encouraging visitation. The game is targeted to the four-hour drive market, with the objective of increasing awareness of the range of experiences in Canberra.
The campaign allowed for integration of Lonely Planet and VisitCanberra’s long running destination marketing platform One Good Thing After Another, and demands reappraisal of the destination through demonstrating many of the different experiences you can have in Canberra that audiences may not associate with the destination. It promotes the variety of experiences on offer in an engaging way, offering another opportunity to ‘capitalise’ on the Lonely Planet’s 3rd best city stamp, and supporting the idea that Canberra offers One Good Thing After Another.
The game can be played here, and the competition will run until 1 April 2018. Please feel free to promote to your audiences!